Volkswagen do Brasil, the official sponsor of Rock in Rio 2024, has launched the campaign for the Polo Rock in Rio, a special edition of the country’s best-selling car and the festival’s official vehicle. The film, created by AlmapBBDO, highlights the 13-year partnership with the event, which was sponsored in 2011, 2013, 2015 and 2022.
The campaign celebrates the 40th anniversary of Rock in Rio and the 71st anniversary of Volkswagen in Brazil, combining Deep Purple’s “Smoke On The Water” soundtrack with icons of the brand. The film follows a character who travels through the decades with Volkswagen models, culminating in Rock in Rio 2024, highlighting the brand’s presence at the festival.
“The Polo Rock in Rio campaign brings the vibrant energy of the world’s largest music and entertainment festival to celebrate the event’s 40th anniversary, 13 years of partnership with Volkswagen do Brasil and the launch of the special version of the country’s best-selling and most beloved passenger car. I loved the emotional connection that the film brings with Volkswagen, an increasingly human and connected brand that brings people together and helps make dreams come true, like going to Rock in Rio, with the slogan #VouDeVolks. Here at Volkswagen, we have music as a strategic territory and it is at major festivals that we are united with the most diverse audiences, sharing an unforgettable experience and global passions such as music and cars,” says Livia Kinoshita, Marketing Communications Director for Volkswagen do Brasil and the South American Region.
“I think this campaign is a celebration of great icons: festivals, such as Rock in Rio; music, represented by Deep Purple and ‘Smoke On The Water’; and, of course, iconic VW cars from the past and present,” highlights Marco Giannelli (Pernil), CCO of AlmapBBDO.
The promotional strategy includes real-time content, influencers, advertising and promotions on social media. Polo Rock in Rio will be promoted 100% digitally, while the masterbrand campaign will be reinforced on open TV, in addition to activations in OOH and in Cidade do Rock.
The Polo Rock in Rio, produced in Taubaté (SP), is based on the Polo Track, equipped with a 1.0 MPI engine. The limited edition features exclusive details, such as Ninja Black finishes and Rock in Rio stickers. Inside, the highlights are the sound system with six speakers and the VW Play multimedia center with a 10” screen.
Volkswagen is also a co-sponsor of Rota 85, the festival’s themed area, and promises 500 hours of experience for fans on the seven stages of Cidade do Rock. The São Paulo edition of Rock in Rio, The Town, was also sponsored by Volkswagen, with the T-Cross The Town.
TECHNICAL SHEET
Agency: AlmapBBDO
Advertiser: Volkswagen
Title: Carpooling
Product: Polo Rock in Rio
President and CEO: Philip Bartholomew
CCO: Luiz Sanches and Ham
Executive Creative Directors: Fernando Duarte and Henrique Del Lama
Creative Director: Good luck Crow
Creation: Aurea Ramon and Giullia Abreu
Service: Christiano Bock, Mariana Nanes, Stephanie Gasparini, Camila Teles and Fernanda Waniarka
CSO: John Gabriel
Planning: Marcelo Bazan, Bruno Ortiz Machado, Lavieri Junior, Ana Carolina de Losso Ganzerla, Beatriz de Freitas Silva.
Content Strategy: Talita C. de Souza, Cristiana Uehara, Otavio Nadaleto, Hannamy Layla, Beatriz Pelegrim, Samuel Silva, Isabella Gallo Navarrete and Beatriz Amâncio.
Audiovisual production: Vera Jacinto, Diego Villas Boas, Bruna Rocha
CDMO: Rafaela Alves
Media: Luana Guerra Gallizzi, Laura Almeida Paganini Martins, Lucas Fanti Del Vage, Fabiana Amorim
Media Performance: Danielle Farhat, Rodrigo Paulino Louro, Alex Arlindo dos Santos, Gabriela Gutierres Francisco, Kaio dos Santos Batessoco Trajano
Data: Bruno Miracco, Diego Rodrigues, Amanda Rosa, Aline Torquato, Matheus Rodrigues, Christian Crea, Victor Castilho, Mario Filho.
Social Insights: Gustavo Silva Arakawa, Leonardo Pereira Lago.
Head of Creative Tech: Lillian Cavallini
Project Lead: Sabrina Ramiles
Project Manager: Vinicyus Maciel e Walter Neto
UX: Paulo Savela
SEO: Mayk Sousa
Graphic Producer: Jose Roberto and Rose Ribeiro
Finalization: Carlos Henrique Azevedo Lugaresi
Image preparation: Arizona
Client approval: Livia Kinoshita, Laura Dante Bortoluci, Nathalia Furlan, Eduardo Edwin Wolfsohn, Marcela Lanna Marraccini de Moraes
Image producer: Saigon Films
Director: Two
Executive Producer: Marcelo Altschuler, Carol Pessini
Head of Sales and Strategy: Victoria Scaff
Service: Patricia Aguiar, Bruna Chamlian, Giovanna Saad, Karin Diniz
Production Coordinator: Katiucia Soares
Production Coordinator Assistants: Thalita Machado, Gal Boaventura
Director of photography: Gabriel Bianchini (Bibi)
Director of Photography 2 Unit: Danilo Arenas
Art Director: Marines Mencius
Creative Assistant: Diogo Pacifico
Assistant Directors: Flavia Meszberg, Ana Bianco, Gabriela Sampaio, Renato Gomes
Production Director: Roberto Bellezia
Costume Designer: Joanna Moretto
Casting Producer: Alice Wolfenson
Location Producer: Kleber Pereira
Object Producer: Maria Helena Mello
Makeup artist: Mima Mizukami
Post-production Coordination: Rodrigo Parente
Post-Production Service: Fernanda Mormanno
Finisher: Raphael Bozzi
Assembler: Beto Araujo
Cor: Bleach
Finisher: Lotus
Sound Producer: Cabaret
Music Production: Mauro Kuschnir
Compositor: Guilherme Azem
Mixing: Gab Box
Finalization: Mauro Kuschnir, Cyro Neto and Rafael Laurenti
Service: Ingrid Lopes, Junior Freitas, Maribê and Barbara Russiano
Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira and Debora Mello
Announcer: Gabriel Soster
